Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Name and Logo for Market 32



Noted Nov. 13, 2014 by Armin

Industry / Retailers Tags /


(Est. 1973, formerly Central Market since 1932) “Based in Schenectady, NY, the Golub Corporation owns and operates 134 Price Chopper and Market 32 grocery stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire. The American owned, family-managed company prides itself on longstanding traditions of innovative food merchandising, leadership in community service, and cooperative employee relations. Golub’s 22,000 teammates collectively own more than 47% of the company’s privately held stock, making it one of the nation’s largest privately held corporations that is predominantly employee-owned.”

Design by


Related links

Price Chopper press release (PDF)
Times Union story

Relevant quote
"This is not merely about beautifying our Price Chopper stores. It is a complete refocus of our company on the core values that our customers are looking for in a store. We will be re-engineering nearly every facet of the store, beginning with the name but extending into our marketing, product selection, services offered and customer focus," said Jerry Golub. "Our investment in this transformation reflects not only the position of strength from which we take this calculated risk, but our determination to set a new and higher more customer-focused standard that will engage and inspire shoppers for decades to come."

Price Chopper press release (PDF)

Images (opinion after)
New Name and Logo for Market 32
Logo detail.
New Name and Logo for Market 32
Store rendering.

The old logo — an evolution of the funny old-old logo — was pretty clear: it chopped costs with an axe and it had a real 'Merica color palette. The new logo, ayayay, what a damn mess. Its wannabe Whole Foods-organic-schmancy faux look fails so miserably it hurts. The broken MAR KET and its ensuing vertical ligature is obnoxious and the leafy 32 — for 1932, the year of the market's origin — is fairly ridiculous. The "BY PRICE CHOPPER" Clarendon-esque type is probably the only saving grace.

Thanks to Scott K for the tip.

Your opinion…

On Execution



Share ›

Spotted Around the web

New Logo for Yext

New Logo for Yext
Spotted Jul. 15, 2019

Pinned Recent, Big Stories

Curated Dot dot dot